The days of complete customer loyalty are over, and understanding consumer switching behavior is a new horizon in retailing and branding. In our recent work, we examine whether social exclusion—being ignored or rejected in social interactions—has a significant effect on consumers’ switching behavior.1 Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.
|Number of pages||7|
|Journal||Rutgers Business Review|
|Publication status||Published - 1 Mar 2017|
Scopus Subject Areas
- Business and International Management
- Strategy and Management